Personnel Articles

MERCEDES-BENZ is merging its global marketing and communications activities into one unit under the leadership of its marketing chief Bettina Fetzer.

Daimler’s head of communications Jörg Howe is moving to Daimler Truck AG. From July 1, 2021, he will take on the newly-created position of special representative external affairs and communications.

In this role, Mr Howe will report to the chairman of the board of management of Daimler Truck AG, Martin Daum.

Bettina Fetzer

The company said that the aim is to have a uniform global presence for the Mercedes corporate brand and its product brands.

The reorganisation follows a new strategy announced by CEO Ola Kallenius in October aimed at a stronger luxury positioning for the Mercedes brand, along with significant growth for sub-brands such as Maybach, AMG and the G-Class, and accelerated development of electric drive and vehicle software.

In the statement, Ms Fetzer said: “Our strategic realignment requires a globally consistent brand identity more than ever.”

Jörg Howe

The creation of global marketing content is being coordinated at the headquarters of Mercedes and its parent Daimler in Stuttgart.

A Mercedes spokesperson said the automotive industry has been in a state of upheaval since the COVID-19 pandemic and the company wanted to be able to react more flexibly and dynamically internationally to changing situations.

“At a time when real and digital worlds are increasingly merging, the interlinking of communicative activities is not only contemporary, but essential,” the spokesperson told Automotive News Europe by email.

By Neil Dowling

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